Why your favorite content creators are now promoting products you've never heard of

You've seen it happen to "small" creators again and again, possibly for years. You've watched or followed the same person for a while. At first, their content was consistent, always meeting audiences' expectations and never straying from the normal formula that made them likeable in the first place.

Then it happened. They grew, becoming more popular with more views and followers than they have ever had before. Suddenly, you notice it -- occasionally, their videos and posts include ads for products. Products you have never even heard of. And the more they grow, the more they incorporate these promotions into their content.

It may feel "cringe" at first (I don't think I'm part of the generation that's allowed to use that word, but who's going to stop me?). But the best thing you can do when growing creators start landing brand deals is to support them in any way you can.

Not every content creator is an influencer, but many content creators still want to get paid for the work they put into the things they make. Making content can be expensive and time-consuming even if it doesn't appear that way when viewing the final product. The videos and photos you are seeing may look effortless, but there's a good chance they were anything but.

Just because a creator is promoting a product doesn't mean you have to purchase it to support them. But you can support them by still engaging with that creator's posts even if you don't plan on purchasing anything. Brand deals aren't meant to take away from the content you love. They're a way for creators to make money when ad revenue isn't enough (and it usually isn't).

Brand deals can include a variety of product and service advertising. Many creators do their best to make these promotions as entertaining as possible to keep their audiences engaged. Do them a favor and let them know you're still listening.